I sit in our office, listening to the quiet tapping of our 3D designers, programmers and administrative staff, all working in silent concentration. Tap, tap, tap… I feel restless. VR is a very new and different medium for me. I am a writer, director, political activist and public speaker… I am a doer… If I have an idea, I execute. I am really bad at waiting. Really, really bad.

Now I sit and wait. For every idea I create our staff have to solve extreme technical challenges.  Common remarks are ”This has never been done before” and ”We have to invent the software, create new codes, build a new camera rig, develop a different pipeline”. Not once have they said “Nope, this can’t be done.” As a result eyes stare into screens, we all work long nights, our nerves fried, equipment flown in from London the same day as we have a major show for our customers.

How easy it is to be a writer or a painter, as inspiration flows action just follows.  

With film for VR the process is different. It is a collaborative process and the result better be greater then the sum of its parts. We are at the cusp, pushing technology, redefining storytelling and exploring a new marked. A brave new virtual world.

Wouldn’t it be easier to just make traditional commercials and information films like our business has done for over 60 yeas now?

Sure it would be easier. Much easier. But you know, easy is what kept cave dwellers nestled around the fireplace for thousands of years. By the way, these cave dwellers had fire and caves because someone choose the no so easy task of experimenting, trying and failing in silent concentration for months and years inventing fire and caves. While those who choose easy, rolled their eyes and shook their heads. “Relax, why do you make things so complicated?” They might have said. “It will never work. It’s never been done before?” Others will nod; perhaps annoyed that one mind in the group has gone rouge, exerting precious energy at what seems like a complete waste of time.

But after a while the luxury of caves and fire became commonplace, everybody got one. Some even had a bigger fire and a fancier cave than the others. 

But at the back of a small cave, this crazy person was tapping away. Making strange paintings on the cave wall. Paintings of hands and animals and hunters. They labored, experimented and developed various pigments including red and yellow ochre, hematite, manganese oxide and charcoal. Sometimes the silhouette of the animal was incised in the rock first. Tapping away in the back, while rain poured down outside. Why? I mean 40 000 years later, we do not really have a clue. Some one just did it. And it must have been hard work. They had found a new medium to communicate, a way to make their thoughts and experiences transcend what previously was possible.

The rain still taps on my window, and here at PFX we all still tap at our keyboards. The rhythm tells me something will come of this. Rain nurtures nature, endeavors nurture culture. These are exiting times.

Still I am restless. With anticipation. There is so much to create, to tell to express. 

Tap, tap, tap… Keep tapping


Love from Grethe

(Creative Director PFX)